Branding, Creative Direction, Art Direction, Pitch Development

Microsoft asked for proposals for a branding campaign for the virtual assistant Cortana. We wanted Cortana to feel more fun and culturally relevant than the other virtual assistants. She was after all, named after a video game NPC.

We proposed setting Cortana up as your side kick since you’re all in it together. While Cortana did not continue to be marketed as a standalone brand it did lead to other opportunities with Microsoft smart assistants.

This lead to a partnership with Harmon Kardon and their Invoke smart speaker.